Collaboration between EY Consulting and Tsukuba University to Promote Well-Being through Sports
In a groundbreaking initiative, EY Strategy and Consulting Co., based in Chiyoda, Tokyo, has formalized a partnership with the Tsukuba University Sports Bureau to develop new systems aimed at enhancing well-being through sports. This collaboration joins EY's experience gained from various sports projects with Tsukuba University's expertise in sports science, education, and social implementation research. Together, they aim to redesign frameworks that balance individuals, organizations, and communities, ultimately launching a new model for integrating well-being into society.
The value of sports has garnered renewed attention, especially as they contribute not only to enhanced competitive skills and health benefits but also to community revitalization, addressing social issues, and improving individual lifestyles and happiness. The revised Sports Basic Law of 2025 explicitly emphasizes the need to enhance the well-being of each individual and society as a whole through sports.
However, in Japan, there are notable challenges. Efforts from various sectors, including government bodies, sports organizations, universities, and local communities, tend to operate independently according to differing objectives. This segregation has hindered the sharing of insights and collaboration across fields and regions. Additionally, the tendency to evaluate success based primarily on competitive results or participation scales obstructs sustainable social implementation.
The agreement between EY and Tsukuba aims to bridge these divides across research, practice, and policy. Their goal is to collaboratively build systems that expand the social footprint of well-being through sports.
EY and Tsukuba University will focus on the following three themes within their partnership:
1. Creating a Japanese Multi-Sport Environment: The concept of "multi-sport" encourages participation in various sports appropriate to one's age, development stage, and interests, rather than focusing early on a single discipline. Japan has been criticized for its structural tendency to emphasize early specialization in specific sports as well as prioritizing competitive outcomes. By integrating EY's strategic policy insights with the research knowledge from Tsukuba University, they will envision a multi-sport framework suitable for Japanese society, connecting research, practice, philosophy, and policy.
2. Visualizing the Value of University Sports: There is a growing need to comprehensively organize and quantify the value that university sports bring to local communities and society. This involves going beyond traditional metrics such as competitive outcomes and participant numbers. Instead, the partnership will explore ways to establish common indicators, assessing the impact of university sports across various dimensions including education, community contributions, and social impact, thereby fostering greater collaboration and development.
3. Promoting University Sports Using University Assets: Tsukuba University is developing a multifunctional sports facility that serves not only as a competitive venue but also as a community hub for learning, interaction, and value creation centered around sports. EY and Tsukuba University will work on designing a framework that enhances the mutual value between university sports and local communities, including creating new operational models and strengthening relationships with local industries.
Akira Okada, Partner at EY's Public and Social Infrastructure Sector, expressed his enthusiasm stating, "We are thrilled to collaborate with Tsukuba University to explore new possibilities in university sports reform. Sports have immense potential to connect individuals and communities, fostering well-being. Through this partnership, we aim to visualize the value of sports and shape new models for social implementation. By blending EY's strategic policy knowledge with Tsukuba's research and practice, we strive to contribute to a sustainable society that promotes well-being through sports."
Similarly, Hideki Takagi, Director of Tsukuba University's Sports Bureau, highlighted, "In 2023, we established a comprehensive organization focusing specifically on sports at our university. We are delighted to formalize this partnership with EY to explore sustainable sport and societal systems together. Through our joint focus on building a multi-sport environment, measuring the value of university sports, and promoting sports with university assets, we can deeply embed sports into the everyday lives of people, enhancing well-being and regional connectivity."
As sports become a connecting bridge among diverse individuals, the collaboration between EY and Tsukuba University holds great promise for shaping a hopeful future for the community. This initiative aims to enhance the qualities that sports can deliver to society while tackling the sustainability of modern social needs and challenges.
EY aims to create new value for clients, members of the EY community, society, and the planet, and build a better working world by establishing trust in capital markets. Utilizing data, AI, and advanced technology, EY's teams support clients in shaping the future with confidence, offering solutions to pressing contemporary issues. With services spanning assurance, consulting, tax, strategy, and transactions, EY operates in over 150 countries and regions, backed by accumulated industry knowledge and a collaborative global network.
For more information about EY, visit ey.com.
Founded as an overarching organization in 2023, the Tsukuba University Sports Bureau aims to be a front-runner in reforming university sports in Japan. By building pathways across competition, education, research, and enterprise, the bureau aspires to be a hub that links individuals, regions, and companies, delivering the vitality, security, and excitement that sports provide while addressing regional issues and ensuring sustainable development. More information can be accessed at Tsukuba Owls.
Background and Objective of the Collaboration
The value of sports has garnered renewed attention, especially as they contribute not only to enhanced competitive skills and health benefits but also to community revitalization, addressing social issues, and improving individual lifestyles and happiness. The revised Sports Basic Law of 2025 explicitly emphasizes the need to enhance the well-being of each individual and society as a whole through sports.
However, in Japan, there are notable challenges. Efforts from various sectors, including government bodies, sports organizations, universities, and local communities, tend to operate independently according to differing objectives. This segregation has hindered the sharing of insights and collaboration across fields and regions. Additionally, the tendency to evaluate success based primarily on competitive results or participation scales obstructs sustainable social implementation.
The agreement between EY and Tsukuba aims to bridge these divides across research, practice, and policy. Their goal is to collaboratively build systems that expand the social footprint of well-being through sports.
Three Main Areas of Collaboration
EY and Tsukuba University will focus on the following three themes within their partnership:
1. Creating a Japanese Multi-Sport Environment: The concept of "multi-sport" encourages participation in various sports appropriate to one's age, development stage, and interests, rather than focusing early on a single discipline. Japan has been criticized for its structural tendency to emphasize early specialization in specific sports as well as prioritizing competitive outcomes. By integrating EY's strategic policy insights with the research knowledge from Tsukuba University, they will envision a multi-sport framework suitable for Japanese society, connecting research, practice, philosophy, and policy.
2. Visualizing the Value of University Sports: There is a growing need to comprehensively organize and quantify the value that university sports bring to local communities and society. This involves going beyond traditional metrics such as competitive outcomes and participant numbers. Instead, the partnership will explore ways to establish common indicators, assessing the impact of university sports across various dimensions including education, community contributions, and social impact, thereby fostering greater collaboration and development.
3. Promoting University Sports Using University Assets: Tsukuba University is developing a multifunctional sports facility that serves not only as a competitive venue but also as a community hub for learning, interaction, and value creation centered around sports. EY and Tsukuba University will work on designing a framework that enhances the mutual value between university sports and local communities, including creating new operational models and strengthening relationships with local industries.
Leadership Insights
Akira Okada, Partner at EY's Public and Social Infrastructure Sector, expressed his enthusiasm stating, "We are thrilled to collaborate with Tsukuba University to explore new possibilities in university sports reform. Sports have immense potential to connect individuals and communities, fostering well-being. Through this partnership, we aim to visualize the value of sports and shape new models for social implementation. By blending EY's strategic policy knowledge with Tsukuba's research and practice, we strive to contribute to a sustainable society that promotes well-being through sports."
Similarly, Hideki Takagi, Director of Tsukuba University's Sports Bureau, highlighted, "In 2023, we established a comprehensive organization focusing specifically on sports at our university. We are delighted to formalize this partnership with EY to explore sustainable sport and societal systems together. Through our joint focus on building a multi-sport environment, measuring the value of university sports, and promoting sports with university assets, we can deeply embed sports into the everyday lives of people, enhancing well-being and regional connectivity."
As sports become a connecting bridge among diverse individuals, the collaboration between EY and Tsukuba University holds great promise for shaping a hopeful future for the community. This initiative aims to enhance the qualities that sports can deliver to society while tackling the sustainability of modern social needs and challenges.
About EY
EY aims to create new value for clients, members of the EY community, society, and the planet, and build a better working world by establishing trust in capital markets. Utilizing data, AI, and advanced technology, EY's teams support clients in shaping the future with confidence, offering solutions to pressing contemporary issues. With services spanning assurance, consulting, tax, strategy, and transactions, EY operates in over 150 countries and regions, backed by accumulated industry knowledge and a collaborative global network.
For more information about EY, visit ey.com.
About Tsukuba University Sports Bureau
Founded as an overarching organization in 2023, the Tsukuba University Sports Bureau aims to be a front-runner in reforming university sports in Japan. By building pathways across competition, education, research, and enterprise, the bureau aspires to be a hub that links individuals, regions, and companies, delivering the vitality, security, and excitement that sports provide while addressing regional issues and ensuring sustainable development. More information can be accessed at Tsukuba Owls.
Topics People & Culture）
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